Tuesday, 16 October, 2018

Amazon launches shopping site in Hindi

Amazon India unveils Hindi website, app to take on Flipkart Amazon India unveils Hindi website, app in battle with Flipkart
Elsie Buchanan | 06 September, 2018, 13:15

Stepping up its battle against Walmart-owned Flipkart, American e-commerce giant, Amazon India, on Tuesday unveiled the Hindi version of its mobile website and app in India.

Currently, the Hindi version is available only on the mobile site and app for Android.

While announcing the launch, Manish Tiwary, vice president (category management) at Amazon India said, "My mother keeps saying why we can not shop in Hindi". With this Amazon has beaten every other e-commerce players in the country as except Amazon India none of India's leading e-commerce portals - Flipkart, Snapdeal or Paytm Mall - now have a local language version of their apps or websites.

Reports said Amazon launched a new category of Alexa skills on August 14 that would enable customers to help the popular voice assistant learn Hindi and other Indian languages.

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Notably, Amazon's plan of expanding its reach within the country go far beyond introducing support for Hindi.

Amazon plans to bring more languages to its website in the near future.

The Amazon team, consisting of language experts and translators, chose commonly used terms over perfectly translated words to make the shopping experience easily understandable and seamless for Hindi customers. "We work backwards from our customer needs and continuously explore and experiment with new ways of making the shopping experience convenient and easy for customers in India".

Amazon is boosting its efforts to target the first time buyers by enhancing and simplifying their shopping experience by focusing on generating local language driven content for its customers. The country's e-Commerce market, now an estimated $32.7 billion, is projected to grow to $200 billion within 10 years, according to Morgan Stanley. However, Flipkart is available only in English. Reportedly, a lot of intelligence is put into the translation. Amazon decided that some words and phrases, like "free", "jeans" and "cash on delivery" should be kept in English but written using Hindi's Devanagari script. "They provide basic customer service in a language the customer understands", Thota said. This announcement comes ahead of the peak sales season, given the festive spell of India's retail sector, be it online or offline.

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